
Sequoia Golf Management, now a division of ClubCorp, signed a contract to manage and operate two North Carolina courses — Sequoyah National Golf Club, in Cherokee and River Run Country Club, in Davidson. The two courses are the first third-party management contracts since ClubCorp acquired Sequoia Golf for $265 million in September. At the time of the acquisition, ClubCorp President and CEO Eric Affeldt said the company would aggressively seek third-party mangement deals.
The deals, announced on Nov. 6, bring ClubCorp’s overall portfolio of owned and operated clubs to more than 200 locations in 26 states, the District of Columbia and China. The acquisition of the Atlanta-based management company brought in an additional 50 owned and operated private clubs, a 30 percent increase, making ClubCorp the largest owner of golf courses and the second-largest management company after Troon Golf.
“We are very excited to be adding Sequoyah National and River Run to our portfolio of managed clubs,” Affeldt said in a statement. “The addition of these two clubs expands ClubCorp’s presence in North Carolina, perfectly complementing ClubCorp’s family of clubs.”
Sequoyah National Golf Club is a par-72, 17-hole course designed by Robert Trent Jones II near the Great Smoky Mountains National Park. The 6,600-yard course, which is being renovated, already has a driving range, putting greens and chipping area.
“Sequoyah National is currently undergoing major renovations on the course with reseeding and sodding projects to improve the aesthetics and playability of the course,” said Tim Dunlap, RVP of the Management Services Division in an email to Golf Inc.
River Run Country Club is an 18-hole championship course designed by Robert Walker and Ray Floyd. In addition to the par-72 course, amenities include a tennis complex, swimming pool, lazy river, waterslides, a fitness center, a formal dining area and other amenities designed for the entire family. Sequoia Golf Management officially took over operations on Nov. 13.
According to Dunlap, the company will work closely with the River Run Country Club board to implement a capital improvement plan, a new marketing plan designed to drive membership, general club service improvements and new club programming.
River Run Country Club decided to outsource management after the former General Manager Marc Struelens left in April, according to DavidsonNews.net.
“The most significant thing here is that we’re announcing that we’ve entered into a partnership to help us manage the club,” Board Chair Steve Reynolds told the publication.
“Nothing’s changing from a membership perspective. We remain a member-owned club.”
Dunlap said the company has focused on improving the member experience at all clubs since merging with ClubCorp.
“The merger of the two companies has been smooth since we have aligned business models with a membership centric focus,” Dunlap said. “We have been developing several capital projects to improve the acquired Sequoia clubs, while designing our reciprocal and F&B programs for our members to enhance their membership experience.”
As for the future, ClubCorp and Sequoia Golf Management are identifying clubs that could benefit from their combined strengths and member-focused business model.
“We believe our management company is a good fit for owners who wish to leverage our knowledge of membership offerings and programs, ancillary revenue categories, operational best practices, and have the opportunity to enjoy our network of clubs,” Dunlap said.